Read Marketers are Addicted to Bad Data by Jacques Corby-Tuech (jacquescorbytuech.com)

Modern marketing is all about data and however hard you might try, you can't spend any time around marketers online without being subjected to endless think pieces, how-to guides, ebooks or other dreck about how we need to track and measure and count every little thing.

We've got click rates, impressions, conversion rates, open rates, ROAS, pageviews, bounces rates, ROI, CPM, CPC, impression share, average position, sessions, channels, landing pages, KPI after never ending KPI.

That'd be fine if all this shit meant something and we knew how to interpret it. But it doesn't and we don't.